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Think piece

Material substitution – Brightgreen delivers for Chivas Regal

A strategic approach to materials and design is the direct route to innovation

Brightgreen work with London design agency, NB Studio, to create a pack innovation for the Chivas Gift Pack for travel retail.

The client brief was simple – redesign a structural fitment for the travel retail gift pack using card engineering to replace the plastic vac form.

The brief was clear but the solution raised a number of challenges:
- the fitment was required to suspend a small carton holding a gift bottle, between two larger bottles in the pack
- the cut out window on the outer carton, revealing the three cartons inside, could not change position
- the outer carton had to be top loaded and the contents easily assembled

The solution was a highly, innovative piece of card engineering which could be assembled easily and quickly in local markets. What is more, the fitment was designed to fold and assemble without any gluing.